Overview

In the digital age, pets have become social media stars, marketing assets, and brand ambassadors. Petfluencers, or animals with followings on social media, have created a niche sector in influencer marketing. These animal personalities offer brands a playful, effective way to connect with consumers. Pet-powered branding utilizes the emotional bond people share with animals, driving engagement, loyalty, and product sales across industries ranging from pet care to fashion and tech. As consumer attention shifts toward relatability, the rise of petfluencers highlights a new frontier in branding and marketing. Petfluencers and Pet-Powered Branding examines the rise of petfluencers and pet-powered branding, exploring how brands leverage pet-driven marketing to enhance consumer engagement and loyalty. Through case studies, ethical insights, and emerging trends, it provides a comprehensive view of how pet-centric strategies impact digital marketing, retail, hospitality, and the pet industry. This book covers topics such as digital marketing, social media, and psychology, and is a useful resource for business owners, entrepreneurs, marketers, psychologists, academicians, researchers, and scientists.

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Luiza Arantes has a PhD in Applied Psychology from the University of Minho, which she completed in 2023. She is currently studying for a PhD in Marketing and Strategy at the same institution. She holds a Master's degree in Communication Sciences from the University of Minho in 2018, a Master's degree in Organisational Management from the Polytechnic Institute of Cávado and Ave in 2021, and a degree in Communication Sciences from the University of Beira Interior in 2015. She works as a student evaluator for the External Evaluation Commissions at the Higher Education Evaluation and Accreditation Agency (A3ES). She is also a lecturer and trainer in marketing and communication, teaching various digital marketing subjects at the University of Aveiro and the Polytechnic Institute of Cávado and Ave. She is also a member of the Sustainable Development Research Group at EKA, Riga, Latvia. His professional experience covers the areas of Social Sciences, Business Organisation and Management, Psychology, Communication Sciences, Digital Marketing, Sustainability, and Artificial Intelligence. Bruno Sousa is an Professor Coordenador of Marketing at Polytechnic University of Cávado and Ave (IPCA), Portugal and holds a PhD in Marketing and Strategy in Universidade do Minho, Portugal. Bruno Sousa is also Head of Masters Program - Tourism Management and Tourism Marketing (IPCA); CiTUR - Center for Tourism Research, Development and Innovation and UNIAG research member. Bruno Sousa teaching fields include marketing, strategy and tourism. Bruno Sousa research areas include brand management and consumer behavior, strategy implementation, niche marketing, niche tourism and brand attachment. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.

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